Instructions: This assessment focuses on the student’s understanding and application of strategic concepts associated with Strategic Position and Strategic Choice (Parts I and II of the textbook).
Report Task Investigate the European airline Ryannair (see the case study in the textbook) and prepare a 2500-word report that demonstrates understanding and application of Strategic Position and Strategic Choice as below:

• Conduct a competitive-forces analysis to determine the attractiveness of the European airline industry and how Ryannair should manage the competitive-forces it faces.

• Conduct a PESTEL analysis to develop a scenario analysis targeted at the year 2030. Explain which scenario represents the greatest threat to Ryannair and which one represents the greatest opportunity.

• Conduct a VRIO analysis to determine the resources and capabilities of Ryannair.

• Use the Strategic Position analysis above to inform the Strategic Choices Ryannair should adopt to improve its chances of being persistently profitable. Present and explain the recommended strategic choices in the Discussion section of the report. Report Structure: Note: Executive Summary, Table of Contents and Reference List do not contribute to the word count.
Section Content Assignment Cover Sheet Assignment/student information. No page numbering. Title Page

• This is developed by the individual student. Identify the unit name & code, assignment title, student name & ID, and the word count.

• The title should provide insight into the focus of the report.

• Note: The Title Page should not have any page numbering. Executive Summary

• A brief overview of the importance of the topic and the aim and findings of the report.

• Must be on a page by itself that is numbered in roman numerals. Table of Contents

• Professional presentation using MSWord Insert Table of Contents function.

• On a page by itself and numbered in roman numerals. Introduction

• Provide topic orientation (what is the topic and why is it important), state the aim of the report, define any key terms and outline what will be presented in the report.

• Page numbering commences. “Page 1” begins at the bottom right hand corner. Body (do not use the word “Body” as a heading)

• Content

• Theory

• Analysis

• Discussion • Context: Overview of the European airline industry and Ryannair.

• Theory: Provide explanation and relevance of Strategic Position and Strategic Choice tools and concepts that will be applied in the report.

• Analysis: Conduct competitive-forces, PESTEL, scenario and VRIO analyses as outlined in the assessment task. Provide diagrams to depict and summarize main findings of the analyses.

• Discussion: Interpret and use findings of preceding analysis to recommend strategic choices for Ryannair. Conclusions

• Restate the aim of report and its significance.

• Summarize main findings/evaluation.

• State limitations of report. Recommendations.

• List in dot point short sentences the strategies for profitability List of References

• Present List of References on a separate page and correctly apply Harvard referencing style. Appendices

• Any additional information, if required.
Report Format: • Perspective – Use 3rd-person perspective when writing.

• Font style – Times New Roman, 12pt, justified, 1½ line spacing.

• Margins – top and bottom to be 2.54cm. Left and right to be 2.54cm. No page borders.

• Spelling – specify Australian English language/grammar when running spell-check.

• Writing – Grammar and expression must conform to the standards.

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